Home > Multimedia, Pitches > Kiah Haslett’s video pitch

Kiah Haslett’s video pitch

Your Name: Kiah Haslett
Your story format for this assignment:

___ Text (2 photos and/or graphics)

___XX__ Video

_____ Audio slideshow

Your pitch (in one short paragraph): Fashion is always one season ahead, and navigating the latest trends during the recession and now recovery has been no easy feat. Kelly Merklein at Lincoln’s Blu Velvet boutique is thinking spring dresses and Christmas shoppers and wishlists, all while trying to pick an affordable price level that will still make consumers feel lavish and expensive. Sales are up 20 percent from this time last year, and national groups are expecting similar retail growth. In the 2010 National Retail Federation forecast, sales are expected to grow 2.3 percent and Bain & Co. predicted sales of luxury goods are expected to rise. And, after all, there are less than 60 days until Christmas.

Explain why this story is best told using this format. Blu Velvet and Merklein’s merchandising and planning will provide lots of good footage. Although the action isn’t super exciting, per se, there is enough that a photo camera wouldn’t do it justice. The clothing will be like eye candy. Also, since I’m focusing on Blu Velvet, it will keep the video short.

How will you tell this story visually? Please be specific. I will spend an afternoon with Merklein as she runs her store, works with customers, changes displays and manages her books. I will speak with her and any customers about last year and this year and how she makes decisions about the different clothes she chooses to buy and sell.

List the names and titles of the sources (both those you have talked with already and those you plan to talk to) and describe what role they will play in the story.
Kelly Merklein, store owner, Blu Velvet
statistics from the National Retail Federation’s report and Bain & Co.
Any customer who comes in and permits me to record them

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